217.1B Introduction to the Graphic Arts (Spring 2010)

The Yves Saint Laurent logo is simple yet elegant. It uses similarity and proximity. The letters are all the same typeface and color. The lengths of the "Y" and "S" are accented to mimic the length of the "L". The letters are in close proximity to each other, which creates a group. The typography used in the logo is both exciting and calm. The logo's typography along with its color shows that the designer's products are fresh and unique, but also classy. The logo represents the company well; it portrays it as chic, high-quality, and elegant.